This work concerns the strategies of social innovation focused on the concept of inbound tourism and hospitality in Rondônia State, Brazil. The general objective is to study the main strategies for qualifying as a tourist attraction. The specific objectives are to: point out the strategic elements to (1) qualify the facilities for inbound tourism and hospitality in the scenario;(2)examine the perspective on the implementation of the strategic elements in practice; and (3)indicate the elements of social innovation in support of the strategy of qualification to the concepts of inbound tourism and hospitality. This study is supported by the Theory of Planned Behaviour and concepts of inbound tourism, hospitality, creativity and innovation. It adopts the method of a case study which is both qualitative and quantitative in nature. As part of the methodological procedure, workshops were held for 28 stakeholders in Rondônia’s tourism, during which questionnaire data were collected from answers using the Likert Scale, participant observation was conducted and documents were analysed to enable the causal relationship to be critically assessed. A SWOT matrix was imposed upon the survey report. The tourist potential in the scenario has consequently been acknowledged, together with a need for the strategic planning of its attributes; valid elements for social innovation which use qualifying strategies for inbound tourism and hospitality are indicated; Possible public-private partnerships with the third sector and society could together create an ideal form of intervention. This study is of interest to both the public and the private sector, to academia and the community. It can contribute suggestions for the planning and management required for tourism to develop as well as outline strategies for social innovation.